The Westbourne Drinks Co has launched a new premium golden Caribbean rum. The London-based company, which is headed up by ‘rum adventurer’ George Frost and Jessica Swinfen, formerly of Innocent Drinks, has already secured a listing with Selfridges for the 40% ABV The Duppy Share.

The rum, which is available in 70cl bottles and has an RRP £37.99, is distilled in the Caribbean by fourth generation rum masters and then bottled in London. Frost was inspired to launch the rum as he felt that there was a gap in the market for a more premium offer in this spirits sub-category.

“Rum hasn’t undergone the same level of premiumisation as other spirits, and so there is huge growth potential for the category,” said Frost. “The Duppy Share will seize this golden opportunity by bringing a contemporary and great tasting product to market that bottles the real spirit of the Caribbean.”

Swinfen adds: “Our route to market is one that we think will affirm our premium status in the category. We are currently working with a range of on-trade venues and high-end retailers to secure listings. We then hope to start talks with the larger retailers to help us secure national presence.”

The brand takes its name from dark spirits of Caribbean folklore known as duppies. Local legend has it that when the distillers’ backs are turned, the duppies travel between the Caribbean islands, stealing a share of the rum left ageing in old oak barrels. The duppies only take the best rum and this is The Duppy Share.